Lebanese entrepreneur Dima Ayad, who is based in Dubai, discusses her journey, her views on body positivity, and the future of her inclusive fashion label. She has done things like defying the “fat tax” and working with Marina Rinaldi.
Dima Ayad is aware of fashion’s subtle influence. A well-known figure in the area, she began her career in public relations many years ago and opened DAC Communications, her own PR firm, in 2020. Her main fields of business are the hospitality and cosmetics sectors. In addition, she founded and serves as creative director of the fashion brand of the same name, Dima Ayad, which offers sizes ranging from XS to 4XL and is well-known for its size inclusivity.
Ayad, a curvaceous woman herself, founded the brand in 2010 because she was having trouble finding clothes that fit her body type. She recently made history on Net-A-Porter, the luxury e-commerce platform, by being the first designer to introduce a size-inclusive brand. She has frequently voiced her opposition to clothing labels that charged extra for larger women, a practice known in the industry as the “fat tax.”
Ayad began her show at the most recent Dubai Fashion Week with a video presentation that included a clip from Charlie Chaplin’s The Great Dictator, which addresses humanity, and watermelons, the Palestinian symbol of peace. The label’s continued emphasis on body “inclusivity” is evident in the collection, which features items made for petite, mid-size, and plus-size women.
This season, she seems to be drawn to metallics, polka dots, and vivid colors. These are the kinds of clothes designed for ladies who wish to stand out from the crowd. It’s hardly surprising that she was chosen to work with the Italian plus-size brand Marina Rinaldi, a division of the Max Mara Group. The line will be offered at the brand’s Dubai Mall store in addition to a few other locations across the globe.
How did you go from Net-A-Porter to Marina Rinaldi to become the plus-size fashion industry’s pin-up girl?
To be honest, I think that creating clothing that fits all body types and supporting it is a big enough differentiator on its own. Not many brands, in my opinion, do that. The fact that I’m bigger matters. I understand the difficulties faced by women in a particular.
Where does the Arab world stand in the body positivity conversation?
To be honest, it’s hardly ever brought up or utilized. When was the last time you noticed local publications featuring diverse covers? The models were well-known for something else if they weren’t incredibly thin. Regular-sized models on covers in regular months are hard to come by. The people that advertisers choose to feature their jewelry and high-end apparel on—which frequently doesn’t carry larger sizes—also have a significant influence in this. Though I’ve never been “shadow banned” from having talks about it, the topic does occasionally come up. However, these discussions eventually dwindle.
Is body positivity genuinely discussed in the fashion industry, or is it merely an afterthought?
Unquestionably tokenism. Although inclusion was popular for a while, it has declined recently as companies like Ozempic and Mounjaros have become more well-known. I think the term “body positivity” is incorrect. “Body inclusion” is the more precise term. Being happy with one’s appearance is a personal experience. It is essential to be included in the conversation about fashion and to have one’s size available in stores.
Which designers inspire you, and why?
There are several, and each has a special justification. I’ll start with Lanvin’s Alber Elbaz, who introduced me to fashion and had a strong belief in diversity. He has always supported a range of ages, physiques, and sizes. His famous gowns’ flow and drape, as well as his inventive use of fabric, are astounding. Another designer whose artistic creations I admire is Schiaparelli; he speaks to my passion for fashion. Valentino is a fashion house that skillfully creates classic and elegant daywear while reinventing couture.